Jim Steg • February 25, 2025

Find out the 4 Critical PRINCIPLES that Lead to a Luxury Lifestyle..

Get COMFORTABLE being UNCOMFORTABLE!

Back in August of  2016 I had the opportunity to  participate in the most grueling 3 days of my life. That weekend opened my eyes to what is possible in Business, Relationships and in Life. As I was painfully navigating that weekend it became apparent there were 4 Critical Principles constantly ringing in my ears to keep me moving forward. These Critical Principles have worked in my daily personal & business life to change the game forever!


Designing and building a luxury custom home—and living a luxury lifestyle in Sedona—requires the same mindset, perseverance, and strategic approach as pushing through a grueling challenge like KOKORO 44.


Today these principles are used in our Pre-Construction Concierge Program  to help you overcome obstacles, simplify the process, and create something extraordinary. Here’s how the four principles I  learned apply:


1. Think of Goals in Terms of Short Distances – Micro Goals to the Big Goal


Building a luxury home in Sedona is a dream—but the process can feel overwhelming. That’s why the Pre-Construction Concierge Program breaks it down into manageable micro-goals:


• Vision & Planning  – Define your dream lifestyle and how your home supports it.

• Design Phase – Work closely with experts to craft a home that blends modern luxury with Sedona’s natural beauty.

• Pre-Construction Prep – Handle permits, budgets, and timelines, material selection before breaking ground.

• Construction Execution – Bring the vision to life, one phase at a time.


By focusing on one step at a time, you’ll avoid frustration and keep momentum—just like enduring a brutal endurance challenge by pushing through one evolution at a time.


2. When You Think You’re at 100%, You’re Really Only at 40% – Keep Chopping Wood


Luxury isn’t about settling—it’s about pushing past limitations to create something truly remarkable. In homebuilding, this means:

• Going beyond the standard designs—customizing every detail to reflect your vision.

• Refining finishes and materials-  to ensure the highest quality.

• Problem-solving and adapting  when challenges arise (because they always do).


Most people stop at ‘good enough.’  At Steg Custom Homes, we challenge that mindset by pushing past the 40% mark—creating homes that don’t just meet expectations but exceed them.


3. You Cannot Achieve Extraordinary Greatness Alone – You Must Have a Team


Just like success in KOKORO depends on your team, building a world-class luxury home requires the right experts in your corner. The Pre-Construction Concierge Program  gives you direct access to:


• Top architects  who design with intention, function and understand the TEAM CONCEPT.

• Skilled craftsmen who deliver precision and quality.

• Project managers  who keep everything on track.

• A support system to handle every detail, so you don’t have to.


When you surround yourself with the right people, the process becomes seamless, enjoyable, and rewarding.


4. Why Most People Never Achieve Their Dream Home – And How to Overcome It


Many people dream of a luxury home but never make it happen because of:


• Doubt – “Can I really do this?” → Yes, with the right plan and team, you can.

• Fear of failure – “What if it doesn’t turn out right?” → Steg Custom Homes ensures every detail is accounted for.

• Avoiding risk – “Maybe I should wait…” → Opportunities don’t wait. Neither should you.

• Excuses – “It’s too complicated…” → Not with the Concierge Program guiding you every step of the way.


Your attitude determines your success—whether in an elite endurance event, business, or building a dream home in Sedona.


Living the Luxury Lifestyle in Sedona


Building a luxury custom home  isn’t just about the structure—it’s about creating a lifestyle.  Sedona offers a world of adventure, relaxation, and inspiration. When your home is designed with intention, precision, and purpose, it becomes a sanctuary that enhances every part of your life.


KOKORO 44 vs. Luxury Homebuilding – The Same Principles Apply

• Both demand commitment, resilience, and the right mindset.

• Both push you beyond perceived limits.

• Both require an elite team to achieve greatness.

• Both result in something extraordinary when done right.


With Steg Custom Homes’ Pre-Construction Concierge Program, you’ll have the strategy, team, and support to build your dream home—and your dream lifestyle—in Sedona.


Are you ready to take that first step?




By Jim Steg December 3, 2025
The Pawprint She Left on Our Hearts In Loving Memory of Emma Lou Steg 12/28/2013 – 12/1/2025 I don’t know how to even begin writing this, because my heart is completely broken. Yesterday, We lost our dog. But to call her a dog feels too small, too simple, too ordinary for who she truly was. Emma Lou Steg was my partner. My running companion. Our loyal shadow. Our best friend. She blessed our family, and she blessed this earth in ways only the purest souls can. Emma came into our lives on December 28th, 2013—this tiny white furball with big timid eyes that seemed to say, “I want my mommy.” From that moment, she became part of our family… and soon, the beating heart of it. She brought with her a level of unconditional love, affection, loyalty, and friendship that humans rarely offer each other. A Running Partner Like No Other Back in 2015, before Lenny ever joined us, Emma became my running partner. She knew the routine. The moment I started getting my gear ready, she’d be waiting by the door, barking like, “C’mon, Dad—let’s roll!” We put in hundreds and hundreds of miles together over the years. Trail after trail. Dawn after dawn. She stayed close, focused, gentle, never concerned with other dogs or distractions. It was just her and me—two souls moving together through the quiet beauty of the mountains. Those runs changed my life. They bonded us in a way I can’t put into words. She wasn’t just a dog running beside me… she was a companion who understood the rhythm of my soul. A Family Dog Through and Through From the moment she settled into our home with Theresa, Rylie, Kayla, and me, she loved being part of our family. She loved the bed—her bed, really—because that is where she felt safest, pressed against the people she loved most. Emma loved food, treats, swimming in every pool we ever had, and—maybe most of all—riding in the car with the sunroof open. She’d hop onto the console, lift her head to the sky, and let the wind hit her nose like it was the greatest gift the world had to offer. She was gentle, but protective. Sweet, but strong. A lover by nature, a guardian by instinct. And when life felt chaotic—when the world outside our walls was full of noise, division, and negativity—Emma was the one who brought us together. She was the calm in the storm. The love that required nothing in return. Her Bond With Lenny When Lenny came into our lives, Emma became the older sister he didn’t know he needed. Sure, she was calmer… more grounded… maybe even a little jealous at first. But soon, they became inseparable. Moving to Sedona in 2020, I took them both on long mountain runs. Watching Emma and Lenny together—two beautiful souls running through red rock trails—was nothing short of life-changing. They were peas and carrots, partners in pure joy. A Teacher in Fur Emma taught us everything we humans struggle to learn: What unconditional love truly looks like What loyalty feels like How to slow down How to appreciate moments instead of things How to show affection without expecting anything back How to forgive How to be present Dogs are only with us for a short time, but the lessons they leave behind outlive us all. Her Final Day In the last year, we saw her slowing down. Her body breaking down, her runs turning to walks. We knew time was catching her, but we never imagined it would happen so fast. On December 1st at 4:00 AM, I saw her lying there—alert but distant, staring into space. She never liked her paws or face touched, but that morning… she let me gently lift her chin as I told her I loved her. She looked at me like she was looking straight through me, and in that moment, I knew. I knew she was saying goodbye. While I was in Sedona, Theresa rushed her to the emergency hospital. Internal bleeding. Critical condition. I asked if they could keep her awake until I arrived, but she was in too much pain. Surgery and chemo might have given her three more months—but three months of suffering is not love. I got to FaceTime her. I raced from Sedona to Phoenix to say goodbye in person. When I walked into that room and saw her… it crushed me. My running partner… my loyal companion… the most loving soul I’ve ever known… was slipping away. It brought me to my knees. I couldn’t hold myself together. Losing Emma Lou hit me harder than anything I have ever experienced. A Soul Too Pure for This World If you’ve never experienced the bond between a dog and a human, I implore you to open your heart to it. There is nothing like it. Their love is honest. Their loyalty is unwavering. Their affection asks for nothing in return. Their devotion is unmatched. Emma Lou left a pawprint on my heart—and on my soul—that will never fade. She made me a better man, a better father, a better human. She taught me love in its purest form. Our home will never feel the same. The trails will never feel the same. My life will never feel the same. But I am grateful—so grateful—that God blessed us with her for nearly 12 years. Goodbye, Sweet Girl Emma Lou, you blessed our home, our hearts, and this earth. You changed us. You loved us without hesitation. You protected us, comforted us, and taught us what love really means. We will miss your gentle soul. We will miss your eyes. We will miss your excitement when we walked through the door. We will miss every single part of you. We love you, Emma Lou. Always. Forever. Thank you for the pawprint you left on our hearts. Rest easy, sweet girl. Run those mountains again. Emma Lou Steg 12/28/2013 – 12/1/2025 You will be missed dearly.
By Jim Steg November 26, 2025
A Thanksgiving Message From Steg Custom Homes By Jim Steg As we gather around the table this Thanksgiving, I want to take a moment to express my sincere gratitude to every one of you who has supported Steg Custom Homes throughout the year. What a journey it’s been. From new projects breaking ground to watching our clients step into the luxury homes we’ve crafted together, this year has been nothing short of explosive growth — and that doesn’t happen without you. Building a custom home isn’t just about walls, beams, and architectural plans. It’s about people. It’s about the trust you place in us, the stories you share, and the dreams you allow us to help bring to life. We’ve had the privilege of designing and building some incredible luxury residences in Sedona, and every one of them reminds us why we do what we do. But as impressive as the milestones have been, Thanksgiving offers an important reminder: The most valuable part of this season — and of life — is family. Family is the why behind every luxury kitchen layout, every great room with panoramic views, every detail that turns a house into a sanctuary. At Steg Custom Homes, we don’t just build luxury homes — we build the spaces where your family will grow, gather, and create memories for generations. To our clients, subcontractors, partners, team members, and friends: thank you. Thank you for your trust, your collaboration, and your belief in our vision. Your support has helped shape this incredible year, and your enthusiasm fuels our commitment to excellence. Luxury doesn’t come from materials alone — it comes from passion, pride, and people who care deeply about the work they do. As we move into the holiday season, I hope you take time to slow down, enjoy the warmth of your home, and surround yourself with the people you love most. At the end of the day, that’s what truly matters. From my family to yours — Happy Thanksgiving, and thank you for being part of the Steg Custom Homes family. Warmly, Jim Steg Steg Custom Homes Sedona, Arizona
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